>


Advertisement
Hot News
for your iPhone
for your iPad
Go to our forums to discuss this news
DATE News (chronologically)
06/14/11
tv news
Kyle Busch Leads in NASCAR TV Exposure
Even before his most recent dustup, Kyle Busch had been the center of attention during this year’s NASCAR Sprint Cup Series broadcasts.  Interviewed longer and mentioned more frequently than any other driver on the circuit during the first 12 event telecasts of 2011, Busch parlayed the spotlight into $28.4 million of exposure value for his sponsors—some $6.5 million more than the next most sponsor-potent driver, Dale Earnhardt Jr.

According to research conducted by Joyce Julius & Associates, Inc. -- which has monitored every NASCAR race telecast over the last 27 seasons -- Busch’s sponsors, with logos appearing on his car, uniform and pit crew, etc., were monitored for eight hours, 30 minutes, 39 seconds (8:30:39) during live and replayed coverage of NASCAR’s Daytona 500 through last month’s Coca-Cola 600.  Additionally, Busch and the FOX TV crew verbally mentioned his sponsors on 95 occasions.

Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading -- which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

Earnhardt Jr.’s cumulative exposure value ranked him second among all drivers with $21.8 million, based on 5.5 hours of on-screen time for his sponsors and 18 brand mentions.  The popular driver was third in interview durations (0:13:07), but interestingly, Earnhardt Jr. sat just seventh in total driver mentions (1,140).

Meanwhile, Trevor Bayne, despite starting only eight of the first 12 points races this year, rode the wave of his Daytona 500 win to earn $12.3 million of exposure value for his sponsors, the seventh-most among the drivers.  Bayne placed 20th in terms of cumulative sponsor on-camera time and 22nd in driver mentions.

Driver Sponsor Exp. Time Verbal Mentions RG Exp. Value Driver Interviews Interview Durations Driver Mentions
1)  Ky. Busch 8:30:39 95 $28,447,545 16 0:21:17 2,107
2) D. Earnhardt Jr. 5:36:54 18 $21,835,475 8 0:13:07 1,140
3)  J. Johnson 8:09:27 41 $20,332,440 11 0:09:40 1,526
4)  K. Harvick 5:25:07 120 $17,256,695 16 0:12:37 1,143
5)  J. Gordon 5:26:12 31 $16,439,475 9 0:09:39 1,295
6)  C. Edwards 5:32:30 72 $15,229,945 17 0:15:42 1,558
7)  T. Bayne 2:16:48 23 $12,312,365 9 0:08:46 439
8)  T. Stewart 4:39:04 8 $12,128,595 5 0:02:24 1,065
9)  M. Kenseth 4:03:45 37 $11,314,500 10 0:07:51 1,152
10) C. Bowyer 4:28:44 39 $11,293,260 9 0:06:52 998

Hot News Archives
2000 2001 2002 2003
2004200520062007
2008200920102011
2012201320142015

Search Hot News
Search Help